“…The second perspective addresses the benefits producers may gain from users as sources of innovation-related knowledge (Bogers et al, 2010). This perspective includes the idea of interacting with lead users to gain insights into future market needs (Morrison, Roberts, & Midgley, 2004;Ozer, 2009;Urban & von Hippel, 1988;von Hippel, 1986), crowdsourcing innovative ideas (Huang, Singh, & Srinivasan, 2014;Leimeister, Huber, Bretschneider, & Krcmar, 2009;Palacios, Martinez-Corral, Nisar, & Grijalvo, 2016;Schemmann et al, 2016), and co-creating innovations with users (Zwass, 2010). Our study belongs to this second group, as it addresses users as a valuable source of knowledge (Bogers et al, 2010;Bosch-Sijtsema & Bosch, 2015;Kaulio, 1998;Lüthje, 2004;Rothwell & Gardiner, 1985;von Hippel, 1976) that the B2B manufacturing companies can integrate in their innovation processes.…”